Our complaint figures published today reveal that, across the UK, men complain more about ads than women – 56% compared to 41%.

The figures also show a big difference between what appears to concern men and women, with men complaining more about misleading ads while women complain more about ads that they consider harmful or offensive.

Our complaint statistics reveal that last year:

  • 56% (approx. 14,500) of complaints were from men and 41% (approx.10,500) were from women
  • 64% of men who contacted us complained about ads being misleading compared with 41% of women
  • 59% of women who contacted us complained about ads being harmful or offensive compared with 35% of men
  • Despite over 4,000 more men lodging complaints than women overall, the majority of complaints about potentially harmful or offensive ads came from women

We also found that complaints about ads vary by region and country. Our figures show that people in England complained twice as much about ads than those in Northern Ireland. Consumers from Greater London and the South East of England were found to be the most likely to contact us with their concerns.

Across most regions, consumers complained more about advertising they considered misleading. However, Northern Ireland and the North East of England both bucked the trend, with consumers in both regions complaining more about advertising they felt was harmful or offensive.

While complaints are a helpful guide to consumers’ concerns, we gather information and evidence on advertising issues from a variety of sources - including consumer research and intelligence-sharing with other regulators.

As well as handling over 29,500 complaints from consumers across the UK, we are also on the front-foot in taking action to make sure ads are sticking to the rules. During 2015 we proactively resolved a record 5,425 cases, treble the total for the year before. The result of all of this work was a record 4,584 ads changed or withdrawn (up 32% on 2014).

Commenting on the findings ASA Chief Executive, Guy Parker said:

 

Complaints are just one way of

helping us gauge public feeling.

We also conduct extensive

research, speaking direct to

people across the UK about

their experience of advertising.

 

Guy Parker, ASA Chief Executive

“The breakdown of ad complaints provides a fascinating snapshot of the issues that concern people across the nations and regions. It can only take a single complaint to stop an irresponsible ad. And it doesn’t matter who or where it comes from.

Complaints are just one way of helping us gauge public feeling. We also conduct extensive research, speaking direct to people across the UK about their experience of advertising.

That’s led us to spend more time on the issues that make the biggest difference to people, such as tackling misleading broadband pricing and exploring gender stereotyping in ads. Most ads play by the rules, but wherever there are problems we won’t hesitate to act."

Complaints about UK ads 2016 infographic

 

More on

  • Keep up to date

    Sign up to our rulings, newsletters and emargoed access for Press. Subscribe now.